Analýza vlivu sociálních médií a influencerů napříč různými kategoriemi produktů

This research explores the role of social media influencers in shaping consumer perceptions and purchase decisions across diverse product categories, such as fashion, technology, and health supplemets industries. The focus is primarily on understanding how a customer perceives marketing campaign based on influencers. Key attributes like the credibility and attractiveness of the influencer, the alignment between the product and the influencer's overall image, and the intent to purchase are examined. Through analysing responses from a diverse demographic group, including differences in age, gender and educational level, the study aims to identify which attributes significantly sway consumers towards making a purchase decision. This approach showed that follower’s identity alignment with that of influencer is positively correlated with purchase intention. Moreover, attractivity of influencer showed higher significance in clothing industry than technology or health industry. Additionally, key findings were made when it comes to differences between males and females, showing that males put higher significance on expertise of influencer than woman, specifically in technology sector. These findings provide insights into the effectiveness of influencer marketing across different product sectors, offering a complex understanding of influencer impact on consumer buying behaviour.